Some MMBC consumers are opposed to drinking light beer, some oppose the corporate nature of the move to light beer while others are attracted to the "retro" aspect of the brand.

Consumers generally prefer light beer to be less "fully flavoured"

MMB should aim to reduce the flavour profile of the light beer, while maintaining all the other impressions of the brand that have been generated by lager

MMBC needs to sell more of the light to make the same amount of money as it would have from lager due to extra costs - differentiation best strategy to follow.Size constraints limit the strategies available to MMBC - differentiation is the best choice.MMBC can leverage already existing attributes to differentiate itself.

The creation of a product that results in positive disconfirmation with consumers will also be a product that is differentiated.based on products allocated, what do you expect from them? do you think you will like it? not like it? are you excited to try the product? is it appealing at all?

+-+++four main constructs of the model - Expectation: Are predictive and reflect anticipated behaviour

- Perceived Performance: How the consumer rates the product

- Disconfirmation: If the product falls short of expectation

- Satisfaction: If the product reaches expectations

- Distinguish a product from a competitor’s product, as well as a firm’s own products

- Horizontal product differentiation: Consumers have a different preference along one dimension of a product

- Vertical product differentiation: Consumers have the same ordinal preferences, but different cardinal preferences

Why differentiate?- To make it more attractive- Reduce competition- Reach new segments of the market- Impact on the consumer choice- Offer market power- To create a competitive advantage

expectation confirmationMust keep the brand the same for those that are loyal to the original beer, in order to not disappoint consumers. Declining segment, but still offers revenue to MMBCgrowing segment of light beer drinkersmust penetrate the market soon in order to gain market share before other small breweries do the sameyounger more aware drinkers who are looking for an individual variety multi-segment strategy